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Saturday, 24 February 2007

Changes in TV advertising to be evident at upfront

Diane Mermigas writes:

... traditional media players eventually will find a way to retain the more
than $60 billion advertisers spend annually on television by leveraging
their branded networks not only across many new interactive media
platforms but through a new interactive television-connected media hub
that Apple, Microsoft and others plan to carve out of the average
American living room beginning this year. ¶ While the continuation of the upfront ritual is
assured until there is a well-constructed business model to replace it
-- which most likely will take years -- the logic behind the value
proposition, metric and create bets on which it is based have never
appeared more suspect given the kinds of innovative and constructive
advertising and consumer measurement practices emerging on the Internet
and various interactive media platforms. ...